In other words, “I need a new product idea, today!” Help!
Use these steps to get a new product idea ready to present to the CEO by 5p.m.
9AM — Your boss just walked in and said the CEO wants to see some new product ideas by the end of the day.
o For this example, the CEO wants a “line-extension” to compete with lower cost entries to the category….
9:15 — Breathe. Then get going on an outline of what you are going to do.
1. Invite 10 people from different disciplines of the company to attend a 1-hour brainstorming session at 10:30am, today.
2. Draft a brainstorming session outline:
a. Warm up
i. The group will know that this is an emergency meeting so have some fun so they don’t feel pressure. (You’re the only one that should feel any pressure – be even still you can’t let them see you sweat.)
b. Objectives
i. Tell them the product that needs the line extension.
1. What is the positioning of this product in the category?
ii. Review Mission and Vision statements of company
c. Let the “storming” begin.
i. Use any number of techniques to turn your product inside out to generate new ways to look at it.
1. For example, can you combine it with another product so it has multi-functions? Can you shrink it? Can you make it bigger? And so on…
2. Another example is to use “free word association.” Start with a product benefit and ask the group to start saying words that come to mind. Pick several benefits to get a range of responses.
a. Then have the group put the words into “buckets” of like meaning. Give the buckets a name to define the words in it. (You’ll find paths to follow which will lead you to think of product features for extending the line.)
11:30am — Evaluate the ideas with a couple of people from the group.
Noon — Write concept statements for three of the best ideas. Making sure they are different enough to help you truly define what the new line-extension should do.
o Select visuals that help communicate the “concept” of the idea via stock photo searches, clip art and magazine photos.
1:00pm — Get consumer validation.
o Have 3 – 5 members of your team go to the marketplace where your product can be purchased.
a. Ask consumers for a moment of their time to review three short new product concepts.
b. Have a note keeper with you so you can ask the questions.
3:00pm — Summarize the consumer validation.
o Determine if you have a “line extension” idea.
3:30pm — Refine the team’s “recommended” product line extension idea.
o Refine concept statement and visual characterization of the idea.
o I.D. areas from validation that need further consideration and/or testing.
5:00pm — Present your new product idea to the CEO.
Is it this simple? It can be if you’re in a nimble organization. And, in today’s digital world, it’s not unexpected.
Go get your ideas!
